Obviously, if you do not have a website at this point in your organization’s history, we should talk about that first. More often, I encounter organizational clients who are not sure how to best utilize the resources they have. This includes their website. My first presentation is to let them know that they have been focusing on the wrong resources. Rather than lamenting the lack of capital and financial capability, I scaffold and help them construct a translation process to change content into capital. One easy example of content that is not being used to its potential as a translatable commodity is the traditional newsletter. Allow me to use this old-school social media platform as a case in point.
Rather than the traditional print and distribution model, I suggest that your organization switch to a blog powered by a content management system (CMS). CMS is typically described as a way to organize and produce content on the web. Its less-hyped function is as a traffic magnet. Its power in this area depends on the CMS you choose AND the most important and abundant resource you have: Content. Your monthly newsletter is an important source of content. You may be wasting this resource confining it to 20th century methods of dissemination. The switch I propose will result in at least 3 key capabilities that aid the translation of this content into capital: Search, Sharing, and Marketing.
Gain: Search Capability
Archiving is an obvious feature in the digital space. Many organizational newsletter producers save a copy for download in PDF format from their websites. What is lacking in this is the ability of web users to query or stumble upon each individual article through search engines. Foregoing this wastes valuable potential connection points with your target audience.
A blog provides the enhanced ability to search or stumble based on actual content, organizational tags, categories, and concepts. The author of the piece may be a draw, not to mention the author’s own incentive to popularize the article. The references may be a draw. It is a common practice to mingle current events in your articles. People searching to learn more about a particular event will find your blog (or digital newsletter if you prefer).
Gain: Share Capability
Another important feature of a blog is the ability to add social media sharing tools automatically to each article. You can also add plug-ins that make logical and word-based relationships between your articles. This supports the linking and threading of content shared to social media sites like Facebook and Twitter.
An effective CMS like WordPress can allow your content to be seamlessly, losslessly viewed on multiple screens. This means that those who like and share an article or picture share it to viewers who can join the experience on whatever device they choose. The addition of social media links means that any device becomes another distribution point. Your reach becomes exponential, not only because of its digital nature but also because of its convenience.
Gain: Marketing Capability
Consistent posts and new content on your site is a key to Google rankings. 500 words a day could increase your visibility and may make yours an attractive location for advertisers, partners, and your target audience. To accomplish this consistency, a CMS can be pre-loaded with articles that post each day. You already have a newsletter with multiple articles. Post them on a schedule. If you have themed or topic-based sections, set the Political posts to occur on a specific day and the Culture posts to occur on another day in the same pattern each week. Train your readers to expect a certain theme or topic on certain days.
If you are an association, this increases your ability to tell your story, promote events, and disseminate resources. If you are an educational institution, CMS allows you to continue educating, informing, and connecting your students while they study and your alumni after they graduate. If you are an enterprising individual, your “authority” and “klout” as an author may be bolstered solidifying your expertise.
For Readers Who Like Print
The beauty of CMS and plugins that are available is that you are able to present the content in different ways. Readers who are only interested in print can be supported to print an aggregated version themselves. Alternatively, the content creator can use plugins or code a “newsletter” creator that mimics the .pdf download option. In addition, individual articles can both be presented with multimedia bells and whistles AND printable stripped of graphics and menus. Moving to a blog from a traditional newsletter provides the most flexibility for traditional readers, new readers, and those yet to stumble upon your great content.
